I am Yew Weng and I did my PR internship with Limkokwing University. I have actually completed my internship in February, last month, but just received the invitation to participate in this blog. During the period of my internship which lasted for six weeks, I was assigned to the media section.
My job during the first few weeks, basically, is to monitor the print media (the major English and Malay newspapers) for media coverage on Limkokwing University. Every morning, as part of media monitoring, I have to go through a daily routine which involves reading through all the major English and Malay newspapers such as The Star, The New Straits Times, The Sun, Malay Mail, Berita Harian, Utusan Malaysia and Harian Metro to pick out news, articles and advertisements relevant to Limkokwing University.
It’s a task which I’m sure most of you would have undergone when you first started your internship as I understand that every new intern has to go through media monitoring first.
From the PR perspective, I learnt that the main purpose of compiling media clippings is to find out if the news releases have been used by the media. This is also to keep track of any reports, news or comments in the media about the university, its field of operations or other specific topics of interests. Maintaining the media clipping files also gave me the opportunity to learn about issues relevant to Limkokwing University so in that sense it was quite interesting.
For further updates soon…..
2 comments:
Thank you very much for the interesting insight into your time at Limkokwing University, Yew Weng. Although many students may end up being responsible for media screenings and updating of their clipping file, it is nevertheless helpful to hear that the same techniques apply to PR departments around the globe - plus, you've provided a nice introduction of the main newspapers in KL (which I suspect many students at other campuses wouldn't be very familiar with - yet!). I hope you've had an insightful experience and have gained some ideas for potential media angles.
Also: a timely reminder for everyone that placements need to be approved BEFORE commencement of your placement, ensuring that you blog link will be forwarded in time for your placement. The idea is of course for you to reflect on your placement as it happens. Everyone, please get in touch if you should have any access problems!
Hi Yew Weng!
I have a same experience with you too - media clippings. I think this is the basic skills for every PR's newbie to learn when step into PR industry.
My manager told me that media clipping is one of the ways to evaluate the company's event outcome while I practiced my PR 393 in Boulevard Enterprise (Shopping Complex).
As we working in the shopping complex, we have to know what are the other events organized by the other organizations in the same industry which is successfully attract audiences' attention and create awareness through the event. Hence, we can generate more ideas for the other coming events for our own organization.
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